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Social Media & Marketing:
Giving your customers the microphone…
Paul M. Di Gangi, Ph.D.--------------------------------------------------
WCU MBA 605 – Guest Lecture
Ways to engage…
• Twitter– Me: @pmdigangi
• The use of Twitter is highly encouraged!
Presentation StructureStart
Finish
Introduction to Social Media
The Good, The Bad, and The Ugly
Drivers of Change
Questions
Alignment with Business Models
Tips & Advice
Technology that enhances experiences and adds depth to the
relationships formed among individuals and/or organizations…
which is driven by users…
contributing content.
< 1 >People Change...
Incre
ase
dIn
tera
ctivityME
< 2 >Our \/\/0rLD can Change...
< 3 >Our choices Change...
Networked Individualism(Wellman et al., 2003)
How does this change our marketing strategies?
04/18/2023
They Evolve...
Closed Model
Marketing strategies remain constant, geared towards push-based techniques.
Open Model
Marketing strategies engage in push-pull techniques to gather input and tailor to
individual needs for product/service information.
Co-created Model
Marketing strategies geared towards creating a unique experience with a “customer”
@DellOutlet has been one of the biggest success stories amongst big companies using social media. For those unaware, @DellOutlet is a Twitter account owned by Dell that
tweets out major discounts for Dell computers and products. All of the deals on @DellOutlet are Twitter-exclusive.
~ Mashable.com
@DellOutlet began in June 2007 as a project initiated by Dell’s Richard Binhammer. Soon though, it started to grow, creating buzz, retweets, and a steady rise in followers.
~ Mashable.com
Evian Commercial
Evian Remixed Commercial
Success?
Thank You for Engaging
Modified version of these slides will be available @ www.slideshare.com/pmd06c
Contact @ [email protected] | Website @ www.paulmdigangi.com
